Saturday, September 29th, 2012
Overall holiday intention has increased slightly with 69% of Australians intending to take a holiday in the next 12 months (13 million), up from 68% at the same time last year, according to the August 2012 quarterly results of the Roy Morgan Research Holiday Tracking Survey.
Domestic holiday intention has declined slightly, with 54% of Australians in the August 2012 quarter intending to stay in Australia for their next holiday, down from 55% at the same time last year.

The percentage of Australians intending to go overseas for their next holiday is at 10%, up marginally from 9% at the same time last year.

Intention to take a holiday in the next 12 months

Source: Roy Morgan Single Source (Australia), June 2007 – August 2012, average sample per quarter n=4,931 N.B. A small percentage of holiday intenders cannot nominate where they will be going on their next holiday. As a result, the percentages shown as intending to go overseas or domestic on their next holiday do not add to the total intenders.

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“There are signs that holiday intention is rebounding after consumer confidence increased in August when Australians showed more confidence than a year ago about the Australian economy and their personal financial situation.

“With a more optimistic outlook and the Australian dollar still at a high level, an increasing percentage of Australians are taking advantage and planning an overseas holiday. New Zealand, UK, United States, Bali and Thailand are the most popular overseas destinations, with holiday intention to these destinations increasing.

“Melbourne is the stand-out performer in terms of domestic holiday intention, defying the recent weakness.  It is growing in popularity in the short-break market as a place for shopping and dining, as well as cultural activities such as visiting museums, historical places, art galleries, concerts, and the theatre. Melbourne is also known as the Events capital of Australia, with many people attending sporting, cultural and other events.

“The challenge for the tourism industry is to understand and engage with those Australians who can afford to travel and are optimistic about the future.  They are not the young under-30s, nor the struggling families or older pensioners; they are the more affluent ‘Socially Aware’ and ‘Visible Achievement’[1] segments who are also likely to be ‘Trusted Advisers’ - those whose opinions are sought by others about travel destinations and experiences.”

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


holiday, intention, forecast, travel, leisure,



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